Alicia Silverstone launches green cosmetics line

Alicia Silverstone has introduced a new line of eco-friendly makeup and skincare products, adding more choice to the nascent natural cosmetics industry.

The 35-year-old teamed up with Juice Beauty on The Alicia Silverstone Collection, which features items like moisturizers and face powder priced between $16 to $36. In keeping with Silverstone's vegan roots, all of the products are organic and animal-friendly.

“This is who I am," Silverstone told Women's Wear Daily. "This is not just something I’m slapping my name on. I would never align myself with something that I don’t 100 percent believe in. I think people count on me for that, and I take pride in that.”

Silverstone was deeply involved with the entire production of the new line — a process that took more than two years. “I am a smell person," she said. "So, I was looking for a super yummy smell. I did so many smell tests, it was pretty funny.”

She continued, “The texture is really important to me, too, and, obviously, the performance, but I was pretty confident in the combination of ingredients. There is the clinical part of making it work on your skin. Once that part is handled, the fun part is the smell and the texture.”